work
Zealot Bar + Bottle
Hospitality | Napa, CA
Brand Strategy
Visual Design
Creative Direction
Zealot is a wine bar, bottle shop, and tasting room in downtown Napa, founded by a chef and a sommelier who fell in love over wine. Ahead of its 2026 opening, the brand needed to stand apart in a valley of spectacle — positioned for "those seeking the soul of Napa rather than the spectacle," offering unpretentious expertise and hidden gems from California and the Old World.
In partnership with Joanna Ehrenreich, I developed Zealot's brand book end to end: an identity built on the Shaman archetype — a guide who takes the pretension out of wine culture — with positioning, purpose, voice (warm, knowledgeable, infectious), and taglines like "Come join the converted." The strategy extended into operations: a tiered wine club, a dual-channel newsletter program across Mailchimp and Substack, social media direction, and signage and interior guidance — a complete system ready for opening day.
Aria
Financial Services | New York
Branding
Aria is a fractional CFO consulting firm helping growing businesses navigate financial complexity — from M&A to everyday challenges — by translating data into strategies owners can actually act on. The brand needed to embody one promise: expertise made accessible.
In collaboration with María Victoria Márquez, I developed the identity around the Sage and Magician archetypes — wisdom, trust, and the ability to turn complexity into opportunity. The logo traces "Aria" in one continuous, fluid line, symbolizing ease and forward movement: a brand that meets business owners where they are and guides them where they want to go.
OH! SOM
Food & cpg | Sahagún, COL
Branding
Oh!som is a Colombian tahini brand handcrafted from toasted sesame seeds by a community in Sincelejo, Sucre — a region historically affected by armed conflict. The challenge: design a brand strong enough for large-scale retail while supporting a scalable, socially responsible business model.
As brand and visual designer, I led development from naming to packaging, creating a purposefully playful identity that pairs earthy, artisanal textures with a bright red accent signaling action and momentum. With a clear narrative and strong visual language, Oh!som turns small-scale production into a platform for growth, market inclusion, and lasting community impact.
AC Vestuario
Fashion — costume heritage & vintage retail | Bogotá, COL
Creative Direction
Production
For over four decades, AC Vestuario quietly dressed Colombia's film and TV industry. Its debut public pop-up — three days at La Enramada in Bogotá's design district — was the brand's first-ever direct-to-consumer appearance, reintroducing ACV as a heritage-rich collection with a distinct point of view on sustainability and costume history.
As creative producer, I set the visual tone from concept to execution: styled shoots, digital promo materials, on-site visuals, and production design, plus the curation of over 200 pieces and day-of logistics. Partnerships with Bavaria, Classic, and Lasalle College amplified reach and credibility — bringing ACV's story into physical space with style and intention.
Shelley en el Muro Antiguo
Arts & Culture | Bogotá, COL
Production
Creative Direction
Shelley en El Muro Antiguo was a week-long cultural program reimagining Mary Shelley's classic through Latin American gothic romanticism — eight events including a photography exhibit, floral workshop, pop-up bookstore, and a secret dinner with chef Felipe González, each course an edible metaphor for the tension between beauty and monstrosity.
As creative director and producer, I turned abstract literary ideas into immersive, tangible experiences: art direction, spatial design, partner curation, and technical logistics, with collaborations including A New Cross, Loopzu, and Fondo de Cultura Económica. From invitations to installations, every element was layered with symbolism — a multi-sensory celebration blurring literature, food, and visual storytelling.
Mujeres No Graciosas
Community engagement & Storytelling | Bogotá, COL
Production
Creative Direction
Mujeres No Graciosas is a storytelling community and open mic series unlike any other in Bogotá — an open, welcoming stage for stories, poetry, letters, and reflections that has grown over six years into the largest event of its kind in the city.
As creative director and producer, I developed the event concept and built a visual language — playful, poetic, unmistakably ours — with local artists across posters and social assets, growing attendance 75% in the first year. Behind the scenes, I introduced a scalable production system that cut planning time in half, negotiated venue partnerships, and coordinated appearances at cultural events like La Pájara Pinta — operational improvements that drove a 60% increase in repeat attendance in just two months.
Bulla
Experiential marketing & Media | Bogotá, COL
Creative Direction
Bulla produced story-driven experiences across Bogotá — secret dinners, pop-up art exhibits, and multi-day events for 150–300 guests — in partnership with cultural institutions like Fondo de Cultura Económica, one of Latin America's largest publishing houses, and Cinema Paraíso, a landmark cinema and cultural space.
As creative producer, I took each concept from narrative idea to opening night: producing and hosting book launches — including a 50-guest coloring party at Cinema Paraíso for Odette Chahín's Meryl Forever and the launch of Ana María Lozano's Encantos Paradisiacos — alongside recurring formats like a clothes-swap series built around sustainability and storytelling. Every event was a small brand: a story, an audience, and a production that had to deliver both.
La Bombillera
Media | Bogotá, COL
Branding
Creative Direction
La Bombillera was a podcast I co-created with Adela Cardona to answer a question everyone was asking but nobody was answering: what does it actually take, operationally, to make it as a creative entrepreneur? Across two seasons, I scripted and hosted interviews with over 20 guests from music, design, food, and culture.
Beyond the mic, I directed the brand — tone of voice, visual direction, partnerships, photoshoots, and integrated marketing. It was creative operations in miniature: a brand built, produced, and grown from scratch.
Latinos for America
Political advocacy & Civic engagement | New York, NY
Branding
Latinos for America amplifies the voices of Latino voters and advocates for policies reflecting the complexity of Latino communities across the U.S. — a brand built on recognizing Latino constituents as multi-dimensional, action-driven citizens.
As visual designer, I developed the logo and core creative concept: a three-dimensional mark that reads as both platform and building block, with two stair-step elements representing growth, ambition, and collective progress. The identity is bold, structured, and intentionally unfinished — a visual metaphor for a community still building power, influence, and representation.
